3 Global Advertising

GlobalAdvertising2AdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivestoEncourageTrialorPurchase.PublicRelationsProtectand/orPromoteCompany’sImage/products.PersonalPresentations.TheMarketingPromotionMixAdvertisingAdvertisinghasbeenusedforcenturies.U.S.advertisersspendmorethan$237billioneachyear;worldwidespendingapproaches$470billion.Advertisingisusedby:BusinessfirmsNonprofitorganizationsProfessionalsSocialagenciesGovernmentAdvertisingCanreachmassesofgeographicallydispersedbuyers.Canrepeatamessagemanytimes.Isimpersonal,one-waycommunication.Canbeverycostlyforsomemediatypes.MajorDecisionsinAdvertising6TheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessageexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpactSettingAdvertisingObjectivesAnadvertisingobjectiveisaspecificcommunicationtasktobeaccomplishedwithaspecifictargetaudienceduringaspecificperiodoftime.Classifiedbypurpose:InformPersuadeCompareRemind8InformativeAdvertisingBuildPrimaryDemandPersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherReminderAdvertisingKeepsConsumersThinkingAboutaProduct.AdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTimeAWARENESSKNOWLEDGEATTITUDECHANGE&IMAGEBUILDINGINFLUENCEBEHAVIORTV,RadioWords(spoken/written),Print,TV/RadioTV,Magazines,Cinema,OutdoorAdsMediamustbetimely,newspapers,TVMatchingAdObjectivesandMediaOtherAdvertisingConsiderationsSmallCompanies:SalesDepartmentsLargeCompanies:AdvertisingDepartmentsInternationalIssuesAdvertisingAgency:Amarketingservicesfirmthatassistscompaniesinplanning,preparing,implementing,andevaluatingallorportionsoftheiradvertisingprograms.PlanningforadvertisingAdvertisingagenciesandtheirclientsplanforadvertising.Anyplanshouldaddressthefollowingstages:WhoisthepotentialTARGETAUDIENCEoftheadvert?WHATdoIwishtocommunicatetothistargetaudience?WhyisthismessagesoIMPORTANTtothem?WhatistheBESTMEDIUMforthismessagetotake(seesomeofthepossiblemediaabove)?WhatwouldbethemostappropriateTIMING?WhatRESOURCESwilltheadvertisingcampaignneed?HowdoweCONTROLouradvertisingandmonitorsuccess?GLOBALADVERTISING–mediaadvertisingthatismoreorlessuniformacrossmanycountries,often,butnotnecessarilyinmediavehicleswithglobalreachGlobalAdvertisingDefinedGLOBALADVERTISING–definedasmessageswhoseart,copy,headlines,photographs,taglines,andotherelementshavebeendevelopedexpresslyfortheirworldwidesuitability.STRATEGY–Globaladsinvolveproducts&servicesthatarepositionedsimilarlyacrossmarkets,whereintheproduct’sappealisconsistentORGANIZATION–globaladsaretypicallydirectedfromheadquarterswiththehelpofadvertisingagencieswithaglobalnetworkMEDIA–withglobalreachareused,creatingspilloverthatcrossesborderstoreachcustomersindifferentcountries&followstravelingcustomersaroundtheglobeMESSAGE&CREATIVE–copy&visualizationmaybeuniformacrossmarkets,uniformitydecreasesbasedonhowdifferenteachlocalmarketisfromanotherFourComponentsofGlobalAdvertisingIDENTICALADS–adsareidentical,usuallywithlocalizationonlyintermsoflanguagevoice-overchanges&simplecopytranslationsPROTOTYPEADVERTISING–thesameads,butthevoice-overmaybechangedtoavoidlanguage&culturalproblems,&theadmaybere-shotwithlocalcelebritiesPATTERNSTANDARDIZATION–similarbutlessstructuredglobalapproach,whereinthepositioningthemeisunified&somealternativecreativeconceptsareplanned,butexecutiondiffersbetweenmarketsGlobalAdCategoriesIdenticalAdsPrototypeAdsPantaneinNetherlands:PantaneinAsia:PatternStandardizationAXEEffectinIndonesiaAdsmoreconservativeAXEEffectinAustraliaAdsmoresexyVISUALPROCESSINGLowliteracyYoungerSegmentsLowInvolvementproductsHighcontextsocietiesVERBALPROCESSINGHighLiteracyOldersegmentsHighinvolvementproductsLowcontextsocietiesTVcommercialsMagazinesNewspapersRadioAdsCulturesandVisualvsVerbalProcessingGlobalAdvertisingisMostPowerfulWhen…•theimagecommunicatedcanbeidenticalacrosscountries•thesymbolsusedcarrythesamemeaningacrosscountries•theproductfeaturesdesiredarethesame•theusageconditionsaresimilaracrossmarketsGlobalAdvertisingIs“oneworld,onevoice”bestapproachtoglobaladvertising?GlobalAdvertisingforWelch’sGrapeJuice“Welch’sGrapeJuicehasbeenafavoriteformorethansixgenerations.Today,ourclassicPurpleGrapeJuicehasbeenjoinedbyawidevarietyofwholesomejuicestopleaseyourtaste.They’reallmadewiththesameattentiontoqualityastheoriginal.”IfgivenfreedomtoplaceotheralteringelementsontheWebsiteineachcountry,shallwetakeastandardizedapproachorlocalizedapproach?i.e.,AsiaorNorthAmerica.GlobalAdvertisingforWelch’sGrapeJuice“Giveyourself(yourfamily)achanceatgreattaste!Welch’sGrapeJuice...it’sbeena(family)favoriteformorethansixgenerations.Today,ourclassicpurplegrapejuicehasbeenjoinedbyawidevarietyofwholesomejuicestopleaseyour(every)taste.They’reallmadewiththesameattentiontoqualityastheoriginal.”GlobalAdvertisingforWelch’sGrapeJuice“Further,preliminarymedicalresearchsuggeststhatdrinkingpurplegrapejuicemaycontributetothecreationofgreaterenergy!GrowingevidencesuggeststhatdietsrichinVitaminCandironleadtohigherenergylevels.AccordingtoresearchbytheUnitedStatesDepartmentofAgriculture,Welch’sPurple100%GrapeJuicehasmorethanthreetimesthenaturallyoccurringVitaminCandironthanotherjuices.OurConcordgrapesandNiagaragrapesareharvestedonlyatthepeakofflavorsothatWelch’sGrapeJuiceisgreattastingaswellasenergizing.Plus,itissimplyfuntodrink!”TheWebsiteclosedwith,“We’reproudtosaythateverythingbearingtheWelch’slabelmeetstheveryhigheststandardsforgreattaste,enjoyment,andenergy.”GlobalAdvertisingforWelch’sGrapeJuice“Further,preliminarymedicalresearchsuggeststhatdrinkingpurplegrapejuicemaycontributetohealthycardiovascularfunction.Growingevidencesuggeststhatdietsrichinantioxidantsmayreducetheriskofsomecancersandheartdisease.AccordingtoresearchbytheUnitedStatesDepartmentofAgriculture,Welch’sPurple100%GrapeJuicehasmorethanthreetimesthenaturallyoccurringantioxidantcapacityofotherjuices.Purplegrapejuice’santioxidantsarecommonlyattributedtotheflavinoidscontainedinthejuicethathelpkeeparteriesclearsothatbloodcanflowfreely.Therefore,itishealthytodrink!”TheWebsiteclosedwith,“We’reproudtosaythateverythingbearingtheWelch’slabelmeetstheveryhigheststandardsforgreattaste,goodness,andhealthiness.”